Curating Active and Lasting Communities
lululemon SeaWheeze 2014 inspired 30% more conversations on social media than 2013 by bridging online and offline communities in real time with curated fan content displays.
Increase in posts
compared to 2013
for every post author
Potential People Reached on Twitter & Instagram
We heard so many runners in the corrals pre-race and at the Sunset Festival reminiscing when they saw their images on the screens. You can’t ask for a better reaction than two strangers connecting over a shared brand experience.
Brand Community Specialist lululemon
Inspire Sustainable Support Network
lululemon athletica needed to create a community that stretched far beyond race day. Training and running doesn't stop at the finish line, so they aimed to continue their presence in the conversations organically occurring among their engaged runners. By identifying and connecting with influencers and top participants, they hoped to fuel these conversations and continue to encourage participation as leaders in their community.
Delight with Community Displays
Putting posts by their runners in the spotlight on the SeaWheeze homepage, lululemon homepage, massive screen on race day and beside performers at the Sunset Festival proved the importance and effectiveness of recognizing their guests. Highlighting guest success, memories and moments inspired runners to get involved and join the virtual and actual SeaWheeze community. Smart moderation dictated which social media posts appeared on various displays and pages, creating unique and engaging experiences on every touchpoint. Like-minded guests used the screens and online feeds to share tips and inspiration with each other before, during and long after the half-marathon was finished.
RELATED CASE STUDIES:
BELL LET’S TALK
Raising Awareness for Mental Health
Clara’s Big Ride inspired over 18M storytellers, representing 53% of the Canadian population, to support the goal of ending the stigma around mental illness by sharing their experiences.KEEP READING
Curating Community to Unite Cyclists
By showcasing cyclists and their fans on social displays, GranFondo amplified the race reach six times. Over 280K watched the excitement on their website at home.KEEP READING
Like what you see?
Book a demo today to see how your business can succeed on the Tradable Bits platform